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Helping Chico’s Start a Movement

In a generally tough retail climate, Chico’s faced a brand perception problem and had fallen out of the consideration set for many women.

From the start we knew we needed to build a movement established on value exchange instead of simply speaking at our consumers. Using attitudinal and behavioral data we identified something still unspoken among most women – the societal taboo surrounding age. Utilizing this insight, Chico’s #HowBoldAreYou was born.

The campaign created a seismic shift in perception by encouraging women to celebrate and own their age rather than let it be a source of limitation or shame.

It was brought to life in real-time with personalized messaging designed to drive action in the most engaged environments. Influencers and celebrities all proudly wore their age on custom T-shirts that were also sold in Chico’s stores. We even brought the concept into the digital space with a tool allowing consumers to create their own “Bold Digital Tee.”

The results were resounding and immediate. The campaign delivered a 16% increase in brand favorability, a 15% increase in brand consideration and ultimately a 20% increase in new and reactivated customers.

Additionally, the work was awarded the 2018 OMMA Best Online Marketing: Apparel / Fashion campaign.